Smaller and lower-profile universities can also benefit from the national exposure granted them by a successful team. In March, Yvette Mozie-Ross, the vice provost of enrollment management and planning at University of Maryland Baltimore County, drove to Charlotte for UMBC’s first-round NCAA men’s basketball tournament game against No. 1 seed Virginia. She watched her alma mater with her husband, also a UMBC graduate, and her son, who is a student at the school.
She attended the game as a fan, but by the time UMBC completed its historic upset, she began to process the result differently.
“My brain started moving fast forward, and I started thinking about, ‘Wow, this is big. This is huge,’” Mozie-Ross said. “I would say by the end of the game, I kind of kicked into enrollment management mode.”
Because of the timing of both football’s and basketball’s postseason, the effect of national titles and surprise runs doesn’t appear until the following year. By January and March, most high school students have determined where they will apply, so the spike usually occurs the next year, meaning for UMBC, the possible increase would be for those applying to enroll in fall 2019.
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